“BuzzCity already has a system in place to detect and discard fraudulent clicks before they reach advertisers’ accounts, but we want to ensure that it doesn’t become an issue moving forward.”

Their collaboration with a research team at the NUS aims to take this existing defence further, Lai said, with members of the Department of Computer Science using their expertise in the field to analyse data collected by BuzzCity.

Professor Wong Lim Soon, head of computer science as NUS said: “While it may never be possible to reveal the intent behind a click, research like this – whether it is a competitor who has a vested interest in draining its rival’s ad spend, or a publisher who wants to earn more money without investing in the audience – will help create mathematical models to better identify quality traffic for advertisers, and improve earnings for publishers.”

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The MMA’s mission is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and mobile connected world. Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI; and to advocate for mobile marketers.